University of Hertfordshire

From the same journal

From the same journal

By the same authors

Destination Marketing Organizations and destination marketing: A narrative analysis of the literature

Research output: Contribution to journalReview articlepeer-review


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Original languageEnglish
Pages (from-to)202-227
Number of pages26
JournalTourism Management
Early online date12 Oct 2013
Publication statusPublished - 30 Apr 2014


This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: 'To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination?'. In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d'être, and DMO effectiveness including issues of branding and positioning, and future research themes in the field.


This document is the Accepted Manuscript version of the following article: Stephen Pike, and Stephen J. Page, ‘Destination Marketing Organizations and destination marketing: A narrative analysis of the literature’, Tourism Management, Vol. 41: 202-227, April 2014, made available under the terms of the CC-BY-NC-ND 4.0 license The final, definitive Version of Record is available online via DOI:

ID: 11157571